AOL Platforms, a division of AOL, and MCN , have launched a programmatic private marketplace for television.
The platform, launched last month, will make it easier for planners to drive campaigns against a wide portfolio of broadcast linear channels, including FOX8, FOX SPORTS, The Lifestyle Channel, Sky News, Discovery, Cartoon Network UKTV, E!, NatGeo, MTV, plus many other leading STV brands.
“The legacy media model, predicated on the notion that scale equals value, is antiquated and no longer works. Value for our clients today is now measured in agility, powered by data and technology. We believe that the future of media planning and investment will move from reserved inventory to a more agile approach enabled by programmatic, and are committed to leading this transformation with innovative and collaborative partners like AOL,” comments Doug Ray, Global President and US CEO, Carat.
Four agencies have used the platform since the launch four weeks ago, including Dentsu Aegis Network (Carat) and OMD.